Wendy Engelhardt is the strategic solutions manager at automotiveMastermind, an industry-leading platform that uses behavioral data analytics to transform dealerships’ methods for locating, interacting with, and reaching customers. CBT News anchor Jim Fitzpatrick spoke with Engelhardt at the 2023 Digital Dealer conference to learn how dealers can enhance their customer experiences.
1. Every customer’s buying journey is unique. For this reason, dealerships must have an omnichannel experience. “The omnichannel experience is meeting the customer where they are at,” states Engelhardt. Dealers must also ensure that every touchpoint in their omnichannel communications builds upon the previous one and is straightforward.
2. The greatest thing dealers may do in light of the numerous disruptors in the market today, is expedite their procedures. According to Engelhardt, the most crucial action dealers should take to fend off disruptor brands is to “protect your loyalty as if your business depends on it.” Dealers must adopt a conquest mentality. Don’t capitalize on the fact that customers will likely return due to their positive previous experience. Instead, bring your clients in and let them know how much you value them.
3. Looking ahead to Q4 and 2024, automotiveMastermind has an exciting roadmap. The company just launched its API, enabling the company to connect with OEMs, dealer groups, CDPs, and other industry partners and raise the bar on their accountability.
“Ensure each channel seamlessly transitions to the next.” — Wendy Engelhardt